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6 Building Event Intelligence Translating Metrics for you, your event, and your company JASON ASKEW CVENT

7 Meet Jason 2nd year at Cvent 12 years of international event experience Pilot/Aviation Geek Living in DC with my wife and Bassador

8 Making sense of event data for you and your company

9 The Attendee Journey is The path taken & duration spent by an attendee(s) as they experience & consume the event.

10 Attendee Journey Respond to marketing Post to Social Media Registration Exhibitor Booth Check-in / badging Session Feedback Product Demo 1:1 Appointment Keynote Session Video of Missed Session Poll Answered Post Event Survey

11 Who is Dr. Raymond R. Burke?

12 Why is the Attendee Journey Important? Ensure your brand and product are resonating with attendees Deeply understand revenue opportunities Events are Expensive Attendees are making time for you Expressed interest

13 Check-in & Badging Engagement & Content Session Attendance Ratings & Feedback Exhibitor Management Execution Insights

14 Why track my check-in traffic?

15 Registration Traffic with Actionable Intelligence 17,000 # of attendees 2,214 Checked-In the first hour 9,705 Checked-In the first 6 hours 27 Attendees on average checked-in/minute

16 Check-in & Badging Engagement & Content Session Attendance Ratings & Feedback Exhibitor Management Execution Insights

17 We use mobile apps, how and why do I measure engagement?

18 The Big Numbers Total Engagement Contributions Exposure time Users Devices

19 Session Metrics Session metrics let you dig into the most popular sessions, documents, surveys, and polls. Better understand your attendees priorities and preferences

20 Attendees Social engagement Contact sharing Time spent in the app Maps Attendee interaction Most viewed/attended spaces Usage profile

21 Users by Device App optimization Customer insights Sponsor Views Banner ad interaction Sponsor profile views

22 Check-in & Badging Engagement & Content Session Attendance Ratings & Feedback Exhibitor Management Execution Insights

23 Why Track Session Attendance?

24 Individual Interests Audience Interests

25 Session Attendance Session Feedback Actionable Insights

26 Session Feedback Mobile First Personalized & Relevant Fast Feedback Loop

27 Session Engagement

28 Instant Feedback

29 Planning for Session Traffic 6 Min. 82% of Session attendees arrive within a 6 minute window Session Check-ins

30 Session Feedback Reception, scores, and participant levels

31 Why is Session Tracking Important? Content Strategy Conference Topics Impactful Speakers Repeat Sessions Themes

32 Attendee Digital Footprint Where is everyone and what does that mean?

33 Visual Data Mapping Visits Duration

34 Attendee Digital Footprint Do you measure beverage stations?

35 Check-in & Badging Engagement & Content Session Attendance Ratings & Feedback Exhibitor Management Execution Insights

36 Companies spend an average of 25% of their marketing program budget on live events. Around 50% of that spend goes into events they organize such as roadshows and user conferences. The other 50% goes into events they attend such as tradeshows, conferences and sponsored events. Some clients spend $1M+ on going to a single tradeshow Why are Tradeshows important? Excellent way to find customers to help businesses grow More decision-makers - the CEIR (Center for Exhibition Industry Research), reports that 86% of attendees were decision-makers or influenced buying decisions Economical ways of getting sales - the CEIR reports that closing a sale that begins with contact at a tradeshow runs about half the cost of those that do not have the exhibition advantage

37 Traditional Lead Retrieval Collect business cards, if prospects have them Paper lead forms shipped to/from the tradeshow Scribble down notes

38 Legacy Tech

39 Universal LeadCapture Rate leads Insert notes Create custom qualification surveys Business card scanning

40 LeadCapture

41 Business Card Scanning

42 Exhibitor Insights

43 Check-in & Badging Engagement & Content Session Attendance Ratings & Feedback Exhibitor Management Execution Insights

44 Insight Across Your Total Event Program Events you are attending Events you host Conferences Roadshows Tradeshows

45 Metrics that Matter

46 Event Insights

47 Critical Analysis demonstrates product interest and trending topics Accounting Automotive Banking Biotech Construction Electronics Farming and Agriculture Financial and Insurance Healthcare Hotels and Rooming Legal Mining Public Administration Oil & Gas Real-estate Services Technology Transportation

48 Overall Event Health

49 REPORTING

50 SESSION REPORTING

51 SESSION REPORTING

52 Attendee Insights

53 The Attendee Journey

54 Executive Scorecard SUCCESS STORIES GOAL GRADE CLIENT MEETINGS Product-Level Meetings Executive-Level Meetings B BRAND Social Media Brand Awareness NPS Score A- BUDGET Event Meals & Entertainment Travel & Living $100K $25K $15K $85K $22K $12K $150K $35K $18K C SALES Leads Captured Qualified Leads Qualified Visits Opportunities ($) Revenue M 1M M 750K XXX XXXX B-

55 Actionable Insights

56 The Sales Funnel Integrations Integrations Event Leads % 1,200 Sales Qualified Leads (40%) % 540 Opportunities (50%) % 297 Closed / Won (20%) 40 +5% 74 Revenue ($10K ASP) $400K $740K

57 Testimonial on Event Metrics Seasoned Having (event attendees technology) admitted allowed they us to had have to more double-check time to focus their on location our areas when of 250+ at making the registration the event the labor Hours desk best Saved because it can be they we weren t did not have used late to zero nights lines until or waiting 3 am trying Check-in time to sort and through were time convinced reprinted from or they 4min substituted were 1 at min the name wrong badges. location. We felt significant 99%+ reduction Excellent in the stress / level Good and hours of preparation! No Chelsea question in my mind, we will never do this event without it again. Darla Santos, CMP, Benge Special Events Manager LeadingRE Session Attendance Data up 100% Event Software Specialist

58 What can you do with the data? Optimize event staffing Measure engagement Make adjustments in real-time Track the attendee journey Measure impact on revenue

59 Thank You Jason Askew Cvent

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